Let’s get one thing straight here: Legos were already for girls. There were both girl and boy round, friendly figures when I was a kid, and those primary colors were favorites of both girls and boys alike. My sisters and I all grew up on them; there were pink and white sets for those who preferred them, sure—and one of my sisters did—but for the most part, we preferred constructing things independently and creatively from our plain old Lego blocks.
Now Lego is suggesting that we need sedentary, non-imaginative playsets—a socialite, pop star, and xbeauty parlor? Really??—to attract girls. Apparently we girls don’t like to do anything action-oriented like build highways or buildings (my sister’s favorite), houses and neighborhoods (what my youngest sister always made with her pink blocks), or the animal corrals and sculptures that I enjoyed building myself. Nope; we have to have both dolls and play sets that highlight what we look like in order to get our attention. We are just that superficial, that boring.
Like Pigtail Pals owner Melissa Wardy put it, girls want to be astronauts, veterinarians, explorers, and other exciting professions; why not create such “Ladyfigs” as, say, the Ladyfig Space Station, or “Ladyfig Doctors Without Borders Field Hospital and UN ambulance” rather than these silly boring playsets that my own daughter would sniff her nose at if she were gifted one?
The only remotely interesting set is called “Olivia’s Workshop,” and features tools and a science lab—still within the boring, non-imaginative playset, however, that discourages the building and creativity that Leggos were designed for in the first place. Guess what? My daughter has a lab set. That is much more creative and interesting than this “Ladyfig” set. Now make it to where Olivia can design and build her own lab, and maybe it would be more interesting.
Of course, if you simply trusted girls and asked that your product be included in more “girl aisles” in stores (which are ridiculous to begin with, but there you go), I am sure your supposed profit losses would cease altogether. But nope; you’d rather latch onto the defined-by-your-body craze and make bendable Barbies in place of a toy many girls once loved.